这一变化被资本市场重点关注，并被视为耐克极具含金量的"回归"信号。行业人士认为，耐克正在逐步 摆脱旧货消化对新品节奏的掣肘，将更多资源重新投向产品创新与市场建设。 受益于这一战略，不同区域的市场正在以不同的节奏复苏。在本财季，北美市场营收增长9%，经销商 业务增长超过20%。验证了转型方向的正确性。更值得关注的是，耐克的库存优化并非孤立发生，而是 与组织效率、零售体系和产品节奏的整体调整同步推进。这种"慢下来重构基础"的选择，使耐克在财报 中展现出一种不同于短期刺激型增长的稳态。 北京时间12月19日，耐克公布了2026财年第二季度的成绩单。 本季度，耐克实现营收124亿美元，超分析师预期。其中，自营业务营收46亿美元，经销商业务营收75 亿美元，同比增长8%。最关键的经营指标，耐克集团库存资产为77亿美元，同比下降3%。耐克大中华 区营收14.23亿美元，库存同比减少中双位数。 从这一最新财报业绩数据可以看出，耐克目前还处于战略执行的中期阶段，眼下还有许多挑战需要应 对，包括大中华区面临的短期波动。另外一方面，耐克再次强调了其对目前战略执行的定力，面对市场 压力，耐克没有选择激进的促销换量，而是着眼长期发展 ...

Core Insights - Nike reported Q2 FY2026 revenue of $12.4 billion, with inventory assets at $7.7 billion, a 3% decrease year-over-year, indicating a return to healthier levels [1] - The Greater China region generated $1.423 billion in revenue, with inventory decreasing in double digits year-over-year [1] - The financial results reflect ongoing inventory optimization, growth in wholesale business, and further recovery in the North American market [1][2] Wholesale Business Growth - The growth in wholesale business is attributed to the restructuring of dealer and partner channels, with wholesale revenue reaching $7.5 billion, an 8% year-over-year increase [1] - Innovative product offerings and optimized retail displays have been well-received by dealers, contributing to a more than 20% year-over-year growth in Nike's running business [1] North American Market Performance - The North American market continues to show strong performance, with wholesale business growth exceeding 20% and improved inventory conditions [2] - Analysts predict a sustained increase in order volume for Q1 FY2026, with further growth expected in Q2 FY2026 due to the upcoming World Cup [2] Focus on Greater China Market - Greater China remains a strategic priority, with management adjustments made to enhance decision-making efficiency, allowing for quicker feedback from the market to global strategies [3] - The CFO emphasized the importance of strengthening brand differentiation through sports and innovation, integrating online and offline channels [3] Retail and Inventory Optimization - Nike is simultaneously advancing inventory structure optimization and retail system upgrades, with inventory in Greater China decreasing in double digits and the number of inventory items down by 20% [4][6] - A systematic upgrade of key stores in major cities has led to improved customer traffic, conversion rates, and same-store sales growth [4] Brand Differentiation and Product Innovation - Nike is focusing on core sports narratives to enhance brand differentiation, moving away from short-term marketing strategies [7] - New product launches in running, basketball, and soccer are aimed at reinforcing Nike's competitive edge in professional sports [7] Localized Brand Narrative - Nike is enhancing localized brand storytelling to deepen connections with consumers, particularly in China, where narratives centered around local athletes have resonated well [8][10] - The brand's engagement during events like the National Games and Shanghai Marathon has integrated professional support with community participation [10] Strategic Long-term Vision - Nike is not rushing for immediate results but is maintaining a steady pace of investment and adjustment to build momentum [12] - The effectiveness of the "Win Now" strategy is expected to be validated over time as the company rebuilds its growth foundation [12]